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Bic continues to have trouble talking to women.
The pen maker, which was the object of ridicule a few years ago for its absurd "Bic for Her" pens, failed spectacularly in South Africa this week, posting a tone-deaf ad on social media for national women's day that drew swift criticism—and soon led to an apology.
The "Look Like a Girl" and "Think Like a Man" lines were both pretty infuriating, and the Internet reacted mercilessly to the brand's misstep.